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Samsung Creative Brief off the canvas agency SAMSUNG S3 CREATIVE BRIEF BUSINESS SUMMARY Wearable technology devices are simply known as wearables. Wearables are electronic technologies designed to be worn on the body. Wearables are smart watches, eyewear, biosensing contact lenses, e-clothing, and smart jewelry. One of the earliest wearables was the calculator watch, which was, introduced in the 1980s. Once we entered the 2000s various wearables were being launched such as Nike and Apple’s collaboration. Fitbit has been the most successful wear- ables, having sold 22 million devices since 2011. Microsoft, Phillips, and Alphabet (Google’s parent company) have the highest number of patents. The US has the highest number of patents in wearables followed by China, Japan, and Korea. Alphabet is leading in wearable patent portfolios, patent filling activity, and lon- ger average remaining life of the patents. Wearables are the fastest growing seg- ment in the high tech market; research estimates that sales of wearable devices are expected to reach 155.7 million units in 2019. The market is also expected to at a CAGR (Compound Annual Growth Rate) of 17.80% to reach $31.27 billion by 2020. BUSINESS SUMMARY CONT. On March 1, 1938, chairman Byung- Chull Lee founded Samsung in Taegu, South Korea. What was once a business focused on selling fish, fruit, and veg- etables to Beijing has transformed into a modern global corporation. Between Samsung Group and Samsung Electronic, Samsung is affiliated with over 78 different businesses. Some include heavy industries, financial services, textile, electronics and more. In 2014, Samsung is Net sales were 305 billion with a net income of $22.1 billion. Samsung plans to reach $400 billion in revenue and be- come one of the world’s top five brands by 2020. SITUATIONAL ANALYSIS Samsung’s Gear S3 went live for pre-order on October 18th. It is the third updated edition of the Samsung smartwatch. There is high confidence in the predicted sales once it is re- leased. Samsung has raised the sales target for the Gear S3 by 60% compared to the combined number of smartwatch- es and fitness bands it sold in the previous year. It is expected that a total of 5 million units of the Gear S3 will be sold. How- ever, the sales could take a hit with the exploding Samsung 7 that have caused a decrease in brand trust. SWOT STRENGHTS The Samsung Gear S3 can go up to 4 days without charging. The watch’s OS (Tenzin) is faster than the Apple Watch OS (iOS) The Gear S3 is priced reasonably. The Gear S3 has a traditional watch design with modern features. Any Android phone can be paired with the Gear S3. The Gear S3 has a great amount of apps. The Gear S3 can is compatible to the Samsung VR. NFC chips (Near Field Communication) work with the Gear S3. SWOT WEAKNESSES The Gear S3 is only compatible for Android phones. The design on the watch is chunky. There is a negative effect on viewing the face screen at angles. There are a lack of customization options. The only design options are too masculine. The watch bands break easily. SWOT OPPORTUNITIES The Gear S3 could offer more feminine design choices. Samsung needs to expand customer targets for wearable technology to women. Samsung needs to convey how interactive the Gear S3 can be. There needs to be sponsorships with top brands in order to grow audience. App can be compatible with Samsung’s VR. The usage of NFC in print ads that connect to the Gear S3. SWOT THREATS The exploding Samsung S7 phones have lowered consumer trust. There is a rise in wearable technology with traditional watch brands (ex. Fossil Watch). The constant competition between Apple products and Samsung products. COMPETITIVE LANDSCAPE Samsung’s biggest competitor in wearable smartwatch technology is Ap- ple. Apple expects to sell 6 million units of the new ‘Apple Watch 2’ within the first six months of its launch. Other competitors, such as “Pebble Time Steel,” “Garmin Fenix 3,” “Moto 360 2” and “Microsoft Band” have been noted for their battery life and focus on fitness but are still seeking to be a solid all-around smartwatch. Another big competitor is Fitbit. While the original Fitbit doesn’t have the all the extras of a smartwatch, ‘Fitbit Charge 2’ is the top selling wearable technology in the business. COMMUNICATIONS OVERVIEW Off The Canvas will revamp customer outlook for the Samsung Gear S3 that will in turn promote brand loyalty among customers and raise sales. COMMUNICATION OBJECTIVES Create a bigger market share for Samsung. Become the go-to brand for wearable technology. Create a stronger brand loyalty between Samsung and it’s consumers. TRUTHS The Gear S3 has a tendency to explode The Gear S3 face does dont dim during inactvity The Gear S3 is persumed too chunky The Gear S3 band dismantles very easily ANSWERS Product Placement Social Media Photo Bombs Snap Chat Filter Promotional Video KEY MESSAGES “ Bringing innovation to a timeless piece “ “ A smartwatch worth its price “ “ Now is the Time. ABC is the Place “ KEY AUDIENCES Business women and men Young Intellects Very health conscious Always on the go Ages 16-35 Relationship status varies Shops at Nordstrom, Saks, Bloomingdale’s, Ann Taylor, Loft, and Calvin Klein (women) Shops at Nordstrom, Saks, Giorgio Armani, and Hugo Boss (Men) Watches Scandal, How to get away with murder, Grey’s Anatomy, Quantico, Project Runway (women) Watches ESPN (men) MEDIA BUYS (ABC) Modern Family: Merry Watch-mas! (Christmas Special) Phil gifts the family with Samsung Gear S3s for Christmas. However, they seem to be loving them a little too much. (ABC) Quantico Character Alex Parrish will wear a Samsung Gear S3 all through- out season two. (ABC) How To Get Away With Murder Annalise Keating will be shown putting on her Samsung Gear S3 and wearing it throughout the episode. (Lifetime) Project Runway: Finale Episode Samsung Gear S3 will sponsor the live finale of Project Runway. Each designer will be wearing a Gear S3 and are alerted when time is up for challenges through the watch. A commercial for the Gear S3 will be shown during commercial breaks. COMMUNICATIONS TACTICS Now Is the Time, ABC Is the Place: Samsung collaborates with ABC and its sister net- works (ESPN and Lifetime) to promote the Sam- sung Gear S3. This partnership includes: media spots on ABC network shows, ABC character in- spired watch bands, OOH advertising and digital platform advertisement. off the canvas agency CREATIVE BRIEF CEO: DESMOND SMALLEY COO: KABRINA PARRISH CHIEF COPYWRIGHT: TAYLOUR WALKER CHIEF GRAPHICS: NICOLAS THOMAS CHIEF STRATEGIST: NICOLAS ACORS CHIEF STRATEGIST: NKAFU FORTIEA CHIEF CREATIVES: AARON WORLEY .
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